The first of the three new sanctions that we've developed and have started using is an enhanced name-and-shame sanction. We have a section that's very well flagged on the ASA website that's called "Non-complying Digital Advertisers", and if companies refuse to comply, then we highlight them on that list. The threat of that sanction has already worked in a significant number of cases and has resulted in internet advertisers making changes to their websites that they were initially reluctant to make. I think there are 12 companies listed at the moment.
The second of the new sanctions is to ask the search engines, who are now part of the ASA system, they are members of the Internet Advertising Bureau, which sits on the Committee of Advertising Practice, to ask the search engines to suspend any paid ads that link through to the bit of the website where the claims is that are in breach of the code are appearing, and again that's been used, I think, eight times since our remit extension in March last year, so eight times in just under a year, and has proved effective.
The final of the three new sanctions for this online space is where we might run our own paid search campaign highlighting the non-compliance of a particular advertiser.
We are fortunate in being a reasonably well-known regulator. Our website is linked to by a lot of other organisations and it is very frequently visited and consequently our ads appear quite high up search rankings. Our adjudications automatically appear quite high up search rankings, so this can a powerful sanction.